Porta Nuova is one of the major urban redevelopment projects in Europe. It covers an area of over 290.000 square meters and is characterized by a continuous pedestrian system, characterized by green areas, squares, bridges and a large park that ensures an easy connection between different neighborhoods. The presence of new architectural landmarks such as the Unicredit, Solaria and the Diamante towers have transformed it into the new Milan skyline. 

Piazza Gae Aulenti and the connection with Corso Como host a retail area with prominent names such as Nike, Under Armor, Guess, RED Feltrinelli, Replay, Dsquared2, Moschino, Christian Luoboutin. In 2018 Porta Nuova won the prestigious Mipim Awards as the best urban regeneration project.

What DEA did for the project?

Advisory – Agency: Retail concept, compounds destination, merchandise mix, rent table and preletting.